CMO insight infographic PDF...Highlights from the 2012 Accenture Interactive CMO Insights survey...
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Turbulence for the CMO Charting a path for the seamless customer experience The ROl Disconnect How can CMOs succeed with customers if they can’t measure the most effective strategies to use with them? 2 The Digital Disconnect Digital orientation is weak at the exact moment it needs to be strong 3 4 The importance of the top 5 marketing channels has risen by at least 10 points over 2011 but effective usage the same Channels and Partners proliferate 4 Consumers’ expectations for relevant experiences are having an impact on marketing strategy Satisfaction sags Find out more www.accenture.com/cmo_insights 68% of CMOs say it’s important to create value from digital channels 1 The Pressure’s on for CMOs 65% of CMOs say digital focus is important throughout the company High-growth companies use marketing service providers and specialized agencies to a greater extent than other companies but 26% of CMOs say they are leading edge in building long-lasting customer relationships 1 in 5 CMOs below average in quantifying return on investment ...but only 7% say their performance is leading edge only 13% says their performance is leading edge Change the marketing operating model Build new skills internally Get the right set of partners Drive digital orientation throughout the enterprise 53% of high-growth companies rely on organizational transformation to meet their marketing goals Partners that can assist with execution, delivery and organizational transformation One-quarter of CMOs dedicating 41-60% of employees to analytics and digital marketing 16% of CMOs face performance barriers when working across the organization 64% of external partners weak on execution and delivery of external partners don’t help transform the marketing organization 56% 7 in 10 CMOs say marketing will change fundamentally in the next five years 65% of CMOs agree see flat or declining market share 4 in 10 Nearly CMOs feel unprepared 40% of CMOs $ © 2013 Accenture All rights reserved. Four ways to improve marketing performance 5 Highlights from the 2012 Accenture Interactive CMO Insights survey
Transcript of CMO insight infographic PDF...Highlights from the 2012 Accenture Interactive CMO Insights survey...
Turbulence for the CMOCharting a path for the seamless customer experience
The ROlDisconnect
How can CMOs succeed with customers if they can’t measure the most effective strategies to use with them?
2
The DigitalDisconnect
Digital orientation is weak at the exact moment it needs to be strong
3
4The importance of the top 5 marketing channels has risen by at least 10 points over 2011 but effective usage the same
Channels and Partners proliferate4
Consumers’ expectations for relevant experiences are having an impact on marketing strategy
Satisfaction sags
Find out more www.accenture.com/cmo_insights
68% of CMOs say it’s important to create value from digital channels
1 The Pressure’son for CMOs
65%of CMOs
say digital focus is important throughout the company
High-growth companies use marketing service providers and specialized agencies to a greater extent than other companies
but 26% of CMOs say they are leading edge in building long-lasting customer relationships
1 in 5 CMOs below average in quantifying returnon investment
...but only 7% say their performance is leading edge
only 13% says their performance is leading edge
Change the marketing operating model
Build new skills internally
Get the right set of partners Drive digital orientation throughout the enterprise
53% of high-growth companies rely on organizational transformation to meet their marketing goals
Partners that can assist with execution, delivery and organizational transformation
One-quarter of CMOs dedicating 41-60% of employees to analytics and digital marketing
16% of CMOs face performance barriers when working across the organization
64%
of external partners weak on execution and delivery
of external partners don’t help transform the marketing organization
56%
7 in 10 CMOs say marketing will change fundamentally in thenext five years
65%of CMOs
agree
see flat or declining market share
4 in 10 Nearly
CMOs feelunprepared
40% of CMOs
$
© 2013 Accenture All rights reserved.
Four ways to improve marketing performance5
Highlights from the 2012 Accenture Interactive CMO Insights survey
